Industry watchers rate Nigeria’s chances at Loeries high
With no fewer than nine advertising agencies having entered for the 2017 Loeries Awards, experts in the Integrated Marketing Communications industry are optimistic that Nigeria will emerge victorious with international acclaims at this year’s Leories.
The Loeries Awards will hold in Durban, South Africa from August 14-21, 2017.
Most of the practitioners who spoke with MARKETING EDGE, said there were high indications and hope that Nigeria’s chances of winning at this year’s Loeries was high because advertising campaigns had been done in line with international standards.
Managing Director of X3M Ideas, Mr. Steve Babaeko, said that his agency would win at the Loeries Awards looking at the quality of work it had put in at the awards.
Babaeko, however, noted that this would be the first time that his agency would be entering for the awards in South Africa, adding that the agency was known for winning awards in Africa.
According to him, Nigeria stand a great chance at winning at the 2017 Loeries Awards noting that most of the campaigns executed and entered for at the awards met with obtainable standard anywhere in the world.
He said, “We are hopeful that we will win at the Loeries this year. As you know X3M Ideas is a top advertising agency in Nigeria and we are known in Africa for winning last year’s Crystal Awards in Morocco.”
Speaking in the same vein, the Chief Operating Officer of 7INTERACTIVE Limited, Mr. Taiwo Agboola, said there had been a continual growth in the advertising landscape in Nigeria as most practitioners that produced campaigns now ensured that they conformed to international standards.
Agboola, however, stressed that one of the problems Nigeria advertising practitioners faced was the manner they entered for the awards.
He said, “We have done international standard work, some agencies here also do it, but I think, maybe it is the way that we enter for these awards that is different”
Meanwhile, the Managing Director of Peacock Media Limited, Mrs. Adaora Adheke, said she had no doubt that Nigerian creative agencies would win at the Loeries Awards in South Africa.
Adheke noted that Nigerian advertising agencies had been participating in awards like Cannes Lions and the Loeries stressing that she saw no reason why they would not win in the year’s Loeries awards.
She, however, describe her priority at the moment as one to ensure that the media buying agencies also take part in the Loeries awards.
She added, “Where the major issue is, is on the media angle which is where I represent. There are no media awards ongoing for now and no agency for now has been able to enter for the Loeries and I see a lot of opportunities because these awards actually make a lot of agencies to sit up.”
It will be recalled that DDB Lagos became the first Nigerian agency to win a laurel in 2013 after being honoured with the Silver Loeries category for its “Speechless” campaign for Girl Hub/Nike Foundation at the 35th Loeries Awards held in Cape Town, South Africa.
In 2016, Noah’s Ark also won three awards, a Silver print and two Bronze medals in outdoor for its Hypo campaign and another Bronze in print category for its Obama gala and Queen gala campaign.
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